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An exploratory examination of the strategic direction of the Gaelic Athletic Association via the application of sports marketing segmentation bases

机译：通过体育市场细分基地的应用对盖尔体育协会战略方向的探索性研究

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Purpose - The purpose of this paper is to go beyond the predominantly conceptual or normative approach found in the market segmentation literature and focus not only on its actual application but to review the empirical findings themselves (Foedermayr and Diamantopoulos, 2008) so as to provide the basis for identifying and understanding new segments and assessing the strategic development of the Gaelic Athletic Association (GAA) in Ireland in order to ensure its continued survival, growth and prosperity. Design/methodology/approach - An exploratory methodology is operationalised in this study using qualitative data obtained from 27 participants possessing relevant knowledge and experience of Gaelic football via a range in-depth interviews and focus groups. Findings - This study identifies those existing segmentation bases that are both applicable and non-applicable, to the indigenous amateur game of Gaelic football in Ireland, whilst additionally identifying and developing an understanding of new segmentation bases. Furthermore, it highlights the challenges and opportunities that will require strategic management if the GAA is to successfully maintain and develop its domestic market whilst simultaneously developing its overseas markets. Research limitations/implications - The findings of this study are limited to the indigenous amateur game of Gaelic football in Ireland. They reaffirm the need to develop segmentation bases for individual sports markets. They highlight issues that will have a strategic impact upon the operations of the GAA and make recommendations for addressing and realising the opportunities that these will present Originality/value - This study addresses a research gap in the knowledge in regards to the strategic development and application of existing sports marketing segmentation bases to indigenous amateur sport.
机译：目的-本文的目的是超越市场细分文献中发现的主要概念或规范方法，不仅关注其实际应用，还应审查经验发现本身（Foedermayr和Diamantopoulos，2008），以便提供识别和了解新细分市场并评估爱尔兰盖尔运动协会（GAA）的​​战略发展的基础，以确保其持续生存，增长和繁荣。设计/方法/方法-本研究采用了定性数据，通过对27名具有盖尔足球知识和经验的参与者进行定性数据研究，并通过一系列深入的访谈和焦点小组对这种方法进行了研究。发现-本研究确定了适用于爱尔兰盖尔足球的业余业余比赛的现有的既适用又不适用的细分基础，同时还确定并发展了对新细分基础的理解。此外，它突出显示了如果GAA要成功维持并发展其国内市场，同时开发其海外市场，则需要战略管理的挑战和机遇。研究的局限性/意义-该研究的结果仅限于爱尔兰盖尔足球的本土业余比赛。他们重申有必要为各个体育市场开发细分市场。它们重点介绍了将对GAA的运营产生战略影响的问题，并提出了应对和实现这些机会所带来的创意/价值的建议-这项研究解决了有关战略制定和应用知识方面的研究空白现有的体育营销细分基础是土著业余运动。

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